Strategy

Develop Candidate Strategies

Choose the best candidate by comparing to SWOT Market Segmentation

Market Positioning

Develop Candidate Strategies Create 1,000 loyal prescribers Raise 2,500 no of regular doctor to 3,000 Separate doctor support policy (Individual brands) Building good rapport with the Medical officer (Gynae & surgery unit) and RMO officers Continuous promotion focusing internee Field Force Incentive for Roxim Continuous aggressive promotion

Choose the best candidate by comparing to SWOT Create 1,000 loyal prescribers. Raise 2,500 no of regular doctor to 3,000 Separate doctor support policy (Individual brands) Campaign for Clinic and Hospital

Market Segmentation
Sort all the prescribers on the basis of potential (High to Low) Gynecologists Surgeon Pediatricians Medical officers of institution Medicine specialists GPs Internee Dentist Doctor-cum-chemists

Positioning compared to Cefuroxime Market

Marketing Activities
Resource Allocation

10 15

5 40

Sample Gift PPM Doctor Support

10

FF Incentive

20

Others

SURGEON

CHAMBER BASED

BRAND LOYALTY CAMPAIGN: 500 Surgeon